Snack food brand Ginsters, best known for its Cornish pasties, is to sponsor 12 trains run by operating company Wessex, in a three-year deal.
The livery has yet to be finalised, as any design has to undergo a series of safety checks, but the branded trains are expected to come into service before the end of the year. The company plans to feature advertising created by its agency Bartle Bogle Hegarty (BBH) on the side of the trains. Ginsters already has a supply deal with the train company.
Over the past ten years, Ginsters has grown from a £40m business to one worth £150m. As well as pastry products, the company makes sandwiches, which sell in convenience stores and petrol stations. Since the appointment of BBH three years ago, Ginsters’ advertising has aimed to capitalise on the reputation of Cornwall as a popular place for young people.
To target this audience, last year Ginsters launched pastonbury.co.uk, an online music festival featuring promising new bands. BBH and new media agency Digital Horse created the website, which was supported with ads in FHM, NME and Q. Ginsters also sponsored TalkSport’s World Cup football coverage in June.